BIMA Awards

Communications and Content: Conscience
winner
2018

OMG Ethnic at OMD for Childline

by OMG Ethnic at OMD with SB TV and Don't Panic

Project information

Childline had seen an increase in the number of young people who were being bullied due to their ethnicity, religion or accent. Many young Muslims said they had been labelled as terrorists, and girls who wear hijabs spoke of receiving abuse from strangers and having their hijab pulled off by other children at school.

OMG Ethnic at OMD partnered with leading online youth broadcaster, SBTV, and four emerging artists to create a playlist of songs for its YouTube channel with support across FB and Instagram which allowed the artists to speak out about the discrimination they faced because of their ethnicity or religious beliefs. Alongside, Don’t Panic’s powerful creatives drove reach and engagement on FB, Instagram and Snapchat.

The campaign delivered over 15 million impressions and over 2 million engagements, receiving countless positive social media comments praising the brave decision to get these artists to tell their own stories through their love of music.